Blog post by Alysha Badertscher, Consultant at TE Communications.
Young, innovative, ambitious – and yet (still) largely unknown. Many start-ups face the challenge of making themselves heard in a crowded market. Good communication is not just a nice-to-have – it’s a key factor for success. But how can you build a PR setup that fits your company and actually works?
Why Start-ups Need PR
Whether you’re looking for investors, first clients, or new talent: visibility and trust are essential. This is exactly where PR can make a real difference. Being present in the media builds credibility – a crucial lever, especially in the early growth phase. In addition to reach, employer branding also plays a central role. When resources are limited, strong positioning through communication becomes a competitive advantage. Because: those who are visible, get found.
The Challenges Young Companies Face
Still, many start-ups hesitate to invest in PR early on – due to tight budgets, lack of contacts, or because other tasks seem more urgent. But this is where an often underestimated opportunity lies: those who position themselves communicatively from the start benefit in the long run. Media relations aren’t a sprint – they’re a marathon. And consistency pays off.
What’s more: the media landscape – whether in Switzerland or Germany – can be demanding, albeit in different ways. In Switzerland, a close, often personal approach is expected, while German editors tend to focus more on structure, relevance, and clear points of contact. In both cases, one thing holds true: without well-thought-out content and carefully maintained relationships with journalists, it’s difficult to be heard at all.
Success Factors for a Strong PR Strategy
A good PR strategy starts with a clear analysis of your target audience. Who do you want to reach? With what topics? And through which channels?
From this, the right communication mix emerges – from traditional press releases and background briefings to social media and podcasts. What’s especially important:
- Storytelling: Numbers and facts matter – but without an emotional story, no message sticks.
- Timing: The best content is useless if published at the wrong time.
- Understanding the media: Only those who understand how journalism works can deliver relevant stories.
- Cross-media approach: PR isn’t a one-way street – content needs to unfold across multiple channels.
Common Pitfalls – And How to Avoid Them
Many start-ups rely too heavily on reactive communication – or issue press releases that are overly promotional or lack relevance. Other common mistakes include inconsistency, insufficient media monitoring, or ignoring local media outlets.
Those who see PR as a long-term, strategic process gain much more from it. And for those unsure about doing it all on their own: external PR consultants can help bring the necessary structure and professionalism to your communication efforts.
Conclusion: PR Pays Off – If Done Right
Start-up communication is more than a LinkedIn post or a product announcement. It’s the foundation upon which trust, visibility, and growth are built. Those who invest early in a well-thought-out PR strategy create a clear competitive edge – and turn a great product into a powerful brand.